Advanced LinkedIn For Real Estate
I don’t care if you are a veteran in real estate or you are just waiting for the final papers saying that you are officially a licensed realtor in North Vancouver, ready to take on your first client and show the world your worth. You know the ins and outs of real estate law, the current and historical market conditions, and how to show prospective new clients a great time.
You have started to step up your game on your website, and your new business cards are still sticky from the press. You are posting regularly on Facebook, and you have a steady following on Twitter. But do you really know how to take advantage of one of the most powerful social media platforms: LinkedIn.
There is more to LinkedIn than simply signing up for an account, though. Real estate lead generation on this platform requires effort and follow-through. Luckily, we have written, curated, and published an incredible article for you to use as a reference point to start growing your presence.
So to help you learn how to use LinkedIn effectively, this post is chock full of LinkedIn tips you may be overlooking… but definitely shouldn’t. We will cover the 6 best practices for entrepreneurs and the fastest way to dominate your impact on LinkedIn in 15 minutes a day.
With new social networks and apps being launched every day, it is hard to keep up with all of the platforms available. LinkedIn is one of the few B2B platforms that is dedicated to professionals looking for employers and companies looking for new clients.
This blog post will not go into detail about how to fill out your profile, choose a great looking thumbnail photo, or whether or not you should allow people to endorse your skills. Nor will this post be loaded with filler content and buzzwords. That information was all covered in “Beginner LinkedIn For Entrepreneurs: Always Updated”. Instead, we will discuss LinkedIn’s best practices and the top 7 things you need to do every time you visit your profile. I am going to teach you how to build a client list that WILL convert and grow a following of industry experts that will catapult your career.
LinkedIn 6 Best Practices For Entrepreneurs:
1) Start connecting with your warm market first:
All of these categories of contacts are searchable on LinkedIn if you know where to and how to look. Take a look at the image below and use the helpful search options in LinkedIn to start curating your connections into a small army of evangelists.
Are your connections really lacking? You can upload a CSV of your contacts in your address book (which iPhone seamlessly pulls from all your email). When I started building my LinkedIn network, I started attending industry events and adding every person I met to LinkedIn. I set a goal of 500+ new contacts in less than 90 days and believe it of not, I not only rose to the challenge, I actually capped out at 536 contacts on day 89! If you can’t figure out who to connect with, start with friends, colleagues, and family.
I have had dozens of realtors and office administrators tell me that they use LinkedIn all the time to find both new clientele and reconnect with people from previous careers. These Individuals have become great sources of referrals as well as becoming clients themselves when they find themselves in the market for a new home.
2) Use Linkedin in addition to traditional email follow-ups:
Don’t make the mistake of powering through your bounty of business cards from an event without doing a traditional email as well. Before you have properly filled out your profile with 500+ connections, your account will seem like a haphazard attempt to be perceived as a professional that has ‘connection worthiness’. When you are following up with new connections, let them know that you will be adding them to LinkedIn so when they see your friendly face pop up in their ‘pending invitations’, they will click ‘accept’ right away.
When you are still under 500 connections, I suggest you use LinkedIn to follow up after other communications: Don’t make the mistake of trying to connect with lots people you don’t know. LinkedIn will warn you, and then shut you down if too many people don’t respond to your connection request.
3) Select your “LinkedIn Gatekeeper”:
LinkedIn lets you see two levels deep of connections for free (and more with the premium version – highly recommended). In real estate, I suggest you have a team meeting and propose your office administrator become the ‘LinkedIn Gatekeeper’. This way, your administrator will fill their network with influencers, decision makers and industry experts much to your advantage. You see, if everyone in the company is connected to you, when you connect to people in companies, they can see them also. If you don’t have a large team and don’t have the budget to spend on a premium account, I suggest you make a list of your competitors and influencers in your network and make a point of connecting with them so you have access to everyone they are connected with.
4) Teach LinkedIn strategy and tactics to your employees:
Practicing the Kaizen at every level of business is crucial. Get your people together and coordinate your efforts and strategies. Build this LinkedIn ‘brainstorm’ into your weekly meeting where you constantly share new approaches and ideas with each other as part of your culture. Building off the knowledge and creative ideas of your team is not only great business sense, it can mean the difference between landing or completely missing that next huge client.
5) Reputation Management:
As the biggest purchase most people will make in their lives, a real estate agent needs to establish trust with a home buyer.
When it comes to establishing trust as a professional, LinkedIn is becoming increasingly important as a tool. A majority of members have used LinkedIn to research a realtor or broker and view results as a trusted source. If you have a prospective client who owns 5 properties and they are looking to have their short term rental properties or apartments managed, if you offer that service, chances are, they have already checked you out on LinkedIn to see what kind of real estate influencer you are. Companies that have a substantial trail online are seen as been more stable and trustworthy because you cannot just fabricate a social media presence over night – it takes years to develop a reputable presence. No pressure but I advise you start making waves on LinkedIn asap because your competitors are only a click away and LinkedIn ensures this (see image below)!
6) Ask For Referrals:
This has got to be the hardest thing for every client of mine that walks through my office door (at 207-525 Seymour st., Vancouver). This is not an open recommendation to mass message 50 people and lead with ‘Hey, I am in real estate now, if you have any friends or family who need to buy or sell a property – feel free to send them my way.’
Whoooooooa Nelly! That is NOT the way to get referrals from your network. Practice the rule of 4. LinkedIn is a relationship platform not a sales platform so make at least four interactions before asking for something, like a referral. Let me explain a little further, I have seen more success with a traditional ‘catch up’ message, inquiring about changes in my connections’ lives, then I have firing out messages cooing about my success and experience in the real estate marketing industry. Why does this work? It’s called ‘building awareness’ of who you are and what you do in a caring, approachable way.
Better yet, THROW A ‘COMING OUT’ PARTY! Freshly certified, rebranded, or added a new service to your portfolio? I strongly advise having a ‘coming out’ party. The ideas are endless, you could AirBNB a gorgeous house for the night, with a pool, get it catered, invite everyone you know, have limo service, go the whole 9 yards. This would be your way of saying, “Hey, I am a fresh new real estate expert in the scene and you can come to me if you have any questions or leads!”
7) ‘Sponsor’ Your Updates:
Another option to maximize your LinkedIn presence is to use Sponsored Updates, a feature that’s helped brands boost the reach of their updates to reach larger, more target audiences.
Dominate Your LinkedIn Presence In 15 Minutes A Day:
You are a very busy person and you do not have time to spend hours on social media everyday. The truth is, most people spread themselves ‘virtually thin’ every day because they are trying to respond to too many message, updates, events, and post on a half-dozen different social media platforms. We are all getting to the point where we do not even have time for ‘real time’ interactions because this is deemed a ‘wasted time investment’. What if you could learn to maximise your time online and stop jumping at every push notification sent to you? This section will teach you how to get everything you need from your Linkedin profile in under 15 minutes a day. I mean it, you need to set your timer when you go onto a social media platform for your ‘daily ambush’. Let’s get started:
1) Decide what you are going to accomplish on your LinkedIn and write down quickly in point form.
Try to set specific goals like, apply for 3 jobs, endorse 5 prospective customers, update my skills on my profile, grow your connections, react to the first ten updates in your feed, and contribute to your LinkedIn groups. You need to have an overall strategy for the day, week, month, and quarter otherwise you will be all over the place and unable to reach any measurable results.
2) Consider writing an article once a week (200-300 words) in an area of your expertise.
Don’t have time and don’t think it will directly land a new job or lead to a new client? Think again! If you decide on a book that you would like to write, even a small, 30,000 word book, you can then publish each chapter on your blog and then write a short, 100 word preamble on LinkedIn as an article. Prospective clients and employers will stand up and take notice of what a ‘go-getter’ you are and eagerly seek you out or at the very least stop and listen to what you have to say when you approach them.
Bonus: Having a blog or a post to refer clients and employers to (mid-conversation) has been the BIGGEST asset to my company. Not only am I able to showcase my expertise, I also have a reason to send people a follow-up email after meeting them, “Hi there, great to meet you at XYZ event. As discussed, here is that article we talked about. It feels as though I wrote this article for you! Have a great week and we will touch base at a later date.”
3) Use the 15 minutes to post ONLY about the following things:
a) Your company updates
b) Relevant events
c) Industry related federal and provincial law changes
d) Articles you have written
4) Contribute to 3-5 LinkedIn groups that will serve one of the following purposes:
a) Increase brand awareness
b) Prospect new clients
c) Help build your network of influencers, trail blazers, and experts.
d) Educate yourself
5) Scroll Through Your Feed Updates
6) Review Your Messages & Anyone Who Has Added You
It is important to review your messages every day and to respond in kind. As a rule of thumb, I suggest you thank each new connection request and ask them ‘to what do I owe the pleasure of this connection? Perhaps we could partner on a project in some way, or maybe I could use your services or you could use my services?’ It is important to not just add everyone who adds you, instead, write up a template and send it out to each new connection. If you like, you can personalise each message slightly by adding ‘Hi [insert name]’. You will be surprised how powerful this extra effort can be in developing a strong network! There is a reason that person is wanting to connect with you and you are not a mind reader so help them feel at ease by listing 4 or 5 possible reasons they may want to connect with you. Still not sure why people may be wanting to connect with you? Here is my go-to list:
a) They may want you to speak at an event
b) They may want to hire you
c) They may want to offer you a product/service
d) They may want to partner with you
e) They may want to be mentored by you
7) Review The Latest SlideShares
Did you know SlideShare is the world’s largest community for sharing presentations, with 60 million monthly visitors and 130 million page views”. Besides presentations, SlideShare also supports webinars, PDF’s, documents, and videos. These features make it the ideal tool to grow your business.
You have friended just about everyone you have ever met on Facebook (including your grade 7 crush who is now ‘on the market’). You are an expert at curating deceptively easy networking event ideas on Pinterest. And on Twitter you have a loyal following of people reading your 140-character quips. Yet, all this time, you have been neglecting your LinkedIn. After reading this article, do you think it’s maybe time to step up your game?
The unofficial social network for professionals is actually an excellent real estate lead generation tool. Not convinced? reach out to us on Facebook with your thoughts or comment below – the discussion is always open!